Service 02
Positioning
Clarify who you serve, what makes you relevant, and how to communicate your value in a competitive market.
All servicesThe problem this addresses
A position that works at home rarely transfers unchanged. Buyers in a new market compare you against a different set of alternatives, with different reference points for what good looks like. Positioning work makes your relevance obvious to them.
KVD’s approach
Audience
We define precisely who you serve and what they are comparing you against.
Relevance
We identify the difference that matters to those buyers, not the one that matters internally.
Message hierarchy
We set out what to say first, second, and third, so every team communicates the same value.
What the client receives
- Who you serve and what they compare you against
- The difference that matters to those buyers
- Value proposition and message hierarchy
Positioning decides what you stand for in a market. Setting objectives and priorities is strategic marketing; changing how you go to market is market adaptation.
Illustrative examples
These examples are illustrative, written to show the kind of problem this service addresses. They do not describe specific client work.
A different competitive set
A company known at home as the premium option enters a market where its nearest comparison is an in-house solution. The position shifts from 'better than rivals' to 'better than building it yourself'.
Three messages, no hierarchy
Sales, marketing, and leadership each lead with a different benefit. The work agrees what is said first, second, and third, and who each message is for.
The result of the engagement
A clear, defensible position and a message hierarchy your whole organisation can use consistently.
Let’s discuss your brand and AI.
Brand strategy, an AI Brand Book or an AI Brand Campaign? Tell us about your company, how you want your brand to be understood, and where you need support.